Raw-data reporting overview

At a glance: User-level data provided by AppsFlyer describing specific events like installs, purchases, web site visits, Protect360 blocked installs, ad revenue, and postbacks to partners. Raw-data is available by download, API, and Data Locker (S3 bucket.)

Raw-data reporting—tools and reports

About aggregate reports and analytics

Raw-data has several uses, including an analysis of user behavior, reconciliation of ad network accounts, and to enrich other data sources like CRM and BI systems. Use raw-data to increases your ability to analyze, optimize, and improve performance. 

Data is made available:

  • Via reporting tools in CSV files. 
  • In real-time directly to your servers by Push API or within the app via the SDK. Real-time data is used to impact the user experience and flow in the app. 
  • When selecting reports the date range relates to the activity (actual) date the event took place. This is in contrast to aggregate reports where the date range is LTV based.
  • Historica data (data retention) is available as follows:
    • Data Locker: previous 30 days without restriction on report size.
    • Pull API and Export data page: previous 90 days and restricted to 200K records per report request.
      • Install reports limited to a time span of 60 days out of the previous 90 days.
      • In-app events reports limited to a span of 30 days out of the previous 90 days.
  • Fields are described in the data field dictionary

Reporting topics and tools

Use the sections that follow to compare reporting tools and report availability by tool. 

Raw-data report topics

  • Report availability depends on your subscription plan.
  • Reports can include either organic users, non-organic users, or both, as indicated.
  • Some reports are available via Data Locker only. 
Category Unique to Data Locker Report topic Organic Non-Organic
User acquisition Clicks  -
Retargeting Clicks from retargeting campaigns  Retargeting always non-organic
Acquisition Impressions -
Retargeting Impressions from retargeting campaigns Retargeting always non-organic
Acquisition   Installs 
Acquisition   In-app events 
Acquisition   Attributed ad revenue -
Acquisition   Organic ad revenue -
Retargeting   Retargeting ad revenue Retargeting always non-organic
Retargeting   Retargeting conversions (re-engagements and re-attributions) Retargeting always non-organic
Retargeting   Retargeting in-app events (re-engagements and re-attributions) Retargeting always non-organic
Retargeting   Retargeting sessions (re-engagements and re-attributions) Retargeting always non-organic
Acquisition   App sessions
Acquisition Non-organic uninstalls  -
Acquisition Organic uninstalls -
Protect360   Blocked installs -
Protect360   Blocked in-app events -
Protect360   Blocked clicks -
Protect360   Post-attribution installs -
Protect360   Post-attribution in-app events - 
People-based Attribution People-based Attribution web events N/A
People-based Attribution People-based Attribution web touch points N/A
People-based Attribution   People-based Attribution web to app N/A
Raw data reports available

Reporting tool characteristics and features

In selecting the reporting tool, consider how, what, and when you need the data. Do you need:

  • Conversion data in real-time to influence the user journey?
  • Raw installs and in-app events data, or is aggregate data sufficient?
  • Clicks and impressions of raw data?
  • To ingest and process the data in your systems? 
Raw-data tools
Tool Description Multiple /single app (1) Tool data freshness capability (2) Embed in scripts Timezone Currency
Export data raw data

Download using the user interface

Format: CSV file

Single Real-time  x

App-specific

App-specific
Pull API*- raw-data

Download using API calls.

Format: CSV files

Single Real-time Selectable- Default: UTC Selectable- Default: USD
Data Locker (P)

Data deposited to an AWS S3 bucket. No volume limitations. Retention 30 days. 

Format: Compressed CSV

Multi Hourly - 6-hour lag   UTC USD 
Push API P

Attribution data messages (installs, in-apps, retargeting)  Sent to your servers in real-time.

Format: JSON / params

Can use the same endpoint Real-time UTC + app-specific USD + app-specific
SDK Conversion data (3)

Get attribution conversion data within the app.

Format: JSON

N/A  Real-time <5 seconds   UTC N/A

Notes/abbreviation:
(1) Multiple apps feature means the ability to query data for more than one app at a time. Apps all need to be set to the same app-specific time zone. If not then time is in UTC.
(2) The actual data freshness depends on the report itself as some reports are Daily.
(3) SDK conversion data retrieves user attribution data in less than 5 seconds from the first app launch and therefore is the least accurate method. The reason being is that in some cases, it takes longer than 5 seconds for AppsFlyer to get responses from ad networks, and so the fast SDK data decision may be different from the final attribution.
(P) Premium feature
(*) Subject to rate limitations

Tool limitations
Limitation  Pull API Push API Data Locker SDK
Conversion data
Data limit (1) 200K lines 
10-100 calls per day
Unlimited Unlimited Unlimited
Selectable data options Select data types, new fields are optional. Select data types, fields, and in-apps Select data types, fields, and in-apps No
Data retention 90 Days N/A 30 days Lifetime (available in the SDK)
Is the tool a premium feature tool No Yes Yes No
(1) The upper limit may depend on the account package.
Integration considerations
Consideration  Pull API Push API Data Locker SDK
Conversion Data
Master API
Server-Side Development Optional Required Optional Optional Optional
Requires Data Processing Optional Yes Optional Optional Optional
Risk of Data Loss No Yes, if receiving servers are down No Small, if there are delays in ad networks response No
Client-server Processing Costs None High Low None (unless sending the data to the servers) None
Client-server Maintenance None High Low None (unless sending the data to the servers) None

UA and retargeting topics

UA and retargeting report availability by tool

UA non-organic raw-data availability by tool
Report topic Export data Pull API Data Locker Push API SDK
Conversion Data
Impressions (1) - - - -
Clicks (1) - - - -
Installs
Sessions - - - -
In-app events -
Uninstalls - -
(1) Clicks and impressions data is made available by integrated partners. In general, SRNs don't provide raw data of clicks and impressions. 
UA organic raw-data availability by tool
Report topic  Export data Pull API Data Locker Push API SDK
Conversion Data
Installs
Sessions - - - -
In-app events -
Uninstalls - - - -
Report topic Export data Pull API Data Locker Push API SDK
Conversion Data
Clicks (1) - - - -
Conversions (re-attributions + re-engagements)
Impressions -   - -
Sessions        
In-app events -

(1) Retargeting clicks data is available as part of the raw retargeting data for re-attributed users. In general, clicks raw-data is not available from SRNs.

Retargeting raw-data availability by tool

Fields available in UA reports

Fields available in UA reports via Export page (N/A = field not available in report)
Display name Non-organic
in-app events
Non-organic installs Organic
in-app events
Organic
installs
App Version Yes Yes Yes Yes
SDK Version Yes Yes Yes Yes
App ID Yes Yes Yes Yes
App Name Yes Yes Yes Yes
Bundle ID Yes Yes Yes Yes
Custom Data N/A N/A N/A N/A
Network Account ID N/A N/A N/A N/A
Attributed Touch Time Yes Yes Yes Yes
Attributed Touch Type Yes Yes Yes Yes
Install Time Yes Yes Yes Yes
Cost Model Yes Yes Yes Yes
Cost Value Yes Yes Yes Yes
Cost Currency Yes Yes Yes Yes
Event Source Yes Yes Yes Yes
Partner Yes Yes Yes Yes
Media Source Yes Yes Yes Yes
Channel Yes Yes Yes Yes
Keywords Yes Yes Yes Yes
Install App Store Yes Yes N/A Yes
Campaign Yes Yes Yes Yes
Campaign ID Yes Yes Yes Yes
Adset Yes Yes Yes Yes
Adset ID Yes Yes Yes Yes
Ad Yes Yes Yes Yes
Ad ID Yes Yes Yes Yes
Ad Type Yes Yes Yes Yes
Site ID Yes Yes Yes Yes
Sub Site ID Yes Yes Yes Yes
Sub Param 1 Yes Yes Yes Yes
Sub Param 2 Yes Yes Yes Yes
Sub Param 3 Yes Yes Yes Yes
Sub Param 4 Yes Yes Yes Yes
Sub Param 5 Yes Yes Yes Yes
Contributor [n] Touch Type (n=1-5) Yes Yes Yes Yes
Contributor [n] Touch Time (n=1-5) Yes Yes Yes Yes

Contributor [n] Partner (n=1-5)

Yes Yes Yes Yes
Contributor [n] Match Type (n=1-5) Yes Yes N/A N/A
Contributor [n] Media Source (n=1-5) Yes Yes Yes Yes
Contributor [n] Campaign (n=1-5) Yes Yes Yes Yes
Is Retargeting Yes Yes Yes Yes
Retargeting Conversion Type Yes Yes Yes Yes
Is Primary Attribution Yes Yes Yes Yes
Attribution Lookback Yes Yes Yes Yes
Reengagement Window Yes Yes Yes Yes
Match Type Yes Yes N/A N/A
HTTP Referrer Yes Yes Yes Yes
Original URL Yes Yes Yes Yes
Google Play Referrer Yes Yes N/A Yes
Google Play Click Time Yes Yes N/A Yes
Google Play Install Begin Time Yes Yes N/A Yes
Google Play Broadcast Referrer N/A N/A N/A N/A
Keyword Match Type Yes N/A N/A N/A
Keyword ID Yes Yes N/A Yes
WIFI Yes Yes Yes Yes
Operator Yes Yes Yes Yes
Carrier Yes Yes Yes Yes
Language Yes Yes Yes Yes
AppsFlyer ID Yes Yes Yes Yes
Customer User ID Yes Yes Yes Yes
Android ID Yes Yes Yes Yes
Advertising ID Yes Yes Yes Yes
IMEI Yes Yes Yes Yes
IDFA Yes Yes Yes Yes
IDFV Yes Yes Yes Yes
Amazon Fire ID Yes N/A N/A N/A
Device Type Yes Yes Yes Yes
Device Category Yes Yes N/A N/A
Platform Yes Yes Yes Yes
OS Version Yes Yes Yes Yes
User Agent Yes Yes Yes Yes
Device Download Time N/A Yes N/A Yes
Deeplink URL Yes Yes N/A Yes
OAID Yes Yes N/A Yes
Is LAT N/A N/A N/A N/A
Store Reinstall Yes Yes N/A Yes
Region Yes Yes Yes Yes
Country Code Yes Yes Yes Yes
State Yes Yes Yes Yes
City Yes Yes Yes Yes
Postal Code Yes Yes Yes Yes
DMA Yes Yes Yes Yes
IP Yes Yes Yes Yes
Event Time Yes Yes Yes Yes
Event Name Yes Yes Yes Yes
Event Value Yes Yes Yes Yes
Event Revenue Yes Yes Yes Yes
Event Revenue Currency Yes Yes Yes Yes
Event Revenue USD Yes Yes Yes Yes
Is Receipt Validated Yes Yes Yes Yes

Installs organic

The organic install event is generated the first time the app is opened after download.

  • Install reports include time of installation, type of device, operating system, region, city, country, etc.
  • For non-organic installs, the report includes attribution type (click or view), media source, campaign, ad set,  and ad type.
  • Combine install data with other reports for advanced, cross-section analysis.

Use install reports to:

  • Analyze the install, event, device and user characteristics
  • Build an audience for retargeting

Retargeting

Retargeting conversion reports contain details of re-engagements and re-attributions. Some of the retargeting fields have different meanings than the parallel user acquisition names. See retargeting attribution guide. 
Retargeting
Report name
Conversions
In-app events

Uninstalls

Data freshness:  Daily UTC. 

Use this report to:

  • Analyze the uninstall event, device and user characteristics
  • Build an uninstall event audience for retargeting

Uninstall raw-data report:

  • The Event time populated in the report contains the date on which AppsFlyer discovered that the app had been uninstalled after querying the app store. Therefore, the actual uninstall time can precede the event time by 24 hours. 
  • Currently, the following fields are empty: SDK Version, App Version, WIFI, Operator, Carrier, Customer User ID, IDFV, Device Type, App Name, and Bundle ID.
  • To ensure accurate uninstall measurement, implement uninstall measurement in the SDK.

Clicks

The clicks report contains the advertising ID.  Use these IDs to retarget users that engage with your ads but fail to install the app.

  • Non-SRNs use AppsFlyer attribution links for clicks and impressions. This provides AppsFlyer with the complete data set of the engagement which is then written to Data Locker.
  • Limitation: SRNs and Amazon, in general, SRNs don't report clicks at the user level (raw-data). They do provide this at the aggregate level. 

Impressions

The impression report also contains the advertising ID.  Use the impression report to optimize campaigns according to impressions that don't lead to clicks. You can also retarget these users with different ads and in different campaigns.

  • Non-SRNs use AppsFlyer attribution links for clicks and impressions. This provides AppsFlyer with the complete data set of the engagement which is then written to Data Locker.
  • Limitation: SRNs and Amazon, in general, don't report clicks at the user level (raw-data). They do provide this at the aggregate level.

Other report topics

Postbacks 

  • Postback raw-data reports contain copies of postbacks sent to the attributed media source. 
  • The reports contain the raw-data fields and additional fields detailed in this section.
  • Reports are for information purposes and are not required for integration with the ad networks.
  • Using postback reports, you can look up specific data sent to an ad network. This information can be used, for example, as part of a dispute investigation between you, the advertiser, and an ad network.
  • The following aren't included in postback reports:

 

Postback raw-data (non-organic)
Report topic Events sent to the attributed media source
Installs Non-organic (UA) installation postbacks 
In-app events Non-organic in-app event postbacks

Retargeting conversion postbacks) 

Retargeting (re-engagement and reattribution)  postbacks

Retargeting in-app events 

Retargeting in-app events

Additional fields in postback
Field Description
Postback URL

Some values, like revenue, may not appear in the appropriate field, but you can still see this data in the Postback URL

Postback method  
Postback HTTP response code 200: Confirms that the postback was received by the ad network.
Postback error message   

Targeting validation rules 

Targeting validation Rules reports contain the list of rejected installs and their associated in-app events. The reports contain the fields found in raw-data and have the following additional fields:

  • Reject reason value: Ruleset ID that caused the reject
  • Reject reason: Rule that caused the reject
Validation rules targeting
Report topic Description
Invalid installs List of invalid installs
Invalid in-app events List of in-app events generated by invalid installs
Invalid installs postbacks List of invalid install postbacks sent to the attributed media source
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